4 minute read
Most potential customers don’t realize they need geospatial data.
They just know they have a problem—assets to track, risks to manage, markets to analyze.
So when they come looking for a solution, they’re not searching for ‘GIS platforms’ or ‘spatial analytics.’
They’re searching for answers.
And if your messaging skips straight to the solution—without first addressing what they think they need (in other words: meeting them where they are at), you risk losing them before they ever see the value of geospatial data and/or services.
Why Customers Misdiagnose Their Own Challenges
Most geospatial buyers aren’t walking around thinking, “I need a GIS-based risk model” or “I need remote sensing data.”
Instead, they have a symptom—a pain point they’re trying to fix.
Your job? Bridge the gap between their perceived need and the actual geospatial solution.
Here’s how that plays out:
What They Think They Need vs. What They Actually Need
When potential customers start searching for solutions, they don’t realize geospatial data/services is what they’re missing. They’re focused on the immediate challenge in front of them—whether it’s tracking assets, identifying risks, or choosing the best location for a new project.
If your messaging only talks about your solution, they won’t see the connection. You need to meet them where they are and show how geospatial solutions directly solve the problems they’re already thinking about.
For example, a customer might think:
💬 “I need to see exactly what’s going on at my construction site.”
🔹 What They Actually Need: Up-to-date aerial imagery, 3D terrain models, and GIS-based site monitoring to track progress, detect delays, and ensure compliance.
💬 “I want to find the best location for my new store.”
🔹 What They Actually Need: Spatial analysis of foot traffic, demographics, competitor locations, and transportation access using GIS-based market insights.
💬 “I need to know which properties are at the highest risk for flooding.”
🔹 What They Actually Need: Parcel-level elevation data, historical floodplain mapping, and predictive risk modeling from geospatial datasets.
💬 “I want to understand where my customers are coming from.”
🔹 What They Actually Need: Location-based analytics, drive-time analysis, and geofencing data to map customer movement and optimize marketing strategies.
💬 “I need to keep track of all the land we own and manage.”
🔹 What They Actually Need: A centralized GIS platform with parcel boundaries, ownership records, zoning data, and land-use history.
💬 “I want to speed up the permitting process for new developments.”
🔹 What They Actually Need: Standardized parcel data with zoning regulations, setbacks, and environmental restrictions integrated into their planning workflow.
In each of these scenarios it’s up to you to connect the dots between what the customer thinks they need and what they actually need.
How to Uncover the Real Problem Using the “Because of That” Method
Once you identify what the customer thinks they need, you can use “because of that” statements to dig deeper.
Let’s take a utility company that says:
“We need better field data collection tools.”
Now, let’s find the root problem:
➡️ Because of that, field crews rely on outdated paper maps and manually enter data after inspections.
➡️ Because of that, errors occur, asset conditions aren’t updated in real time, and maintenance is reactive instead of proactive.
➡️ Because of that, outages increase, operational costs rise, and customers experience more service disruptions.
💥 Boom. Their real problem isn’t “field data collection”—it’s inefficient asset management causing costly delays and failures.
Now, instead of saying:
“We provide mobile GIS tools for data collection.”
You say:
“Prevent costly outages and delays with real-time field data collection that keeps your assets up to date—no paperwork, no delays, no errors.”
The Power of Diagnosing the Real Problem
When you shift your messaging to focus on the deeper issue, three things happen:
✅ Your customers feel validated—They realize their past struggles weren’t their fault; they were just addressing the wrong issue.
✅ They feel empowered—They finally see a clear solution to their challenge.
✅ They trust you more—Because you’re the first to truly diagnose the issue, you position yourself as the obvious choice.
Most geospatial brands sell features. The best ones sell transformation by showing customers how geospatial data solves their real problem.
Are you speaking to what your customers think they need—or what they actually need?